• Title/Summary/Keyword: Customer Product Review

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Automatic Product Review Helpfulness Estimation based on Review Information Types (상품평의 정보 분류에 기반한 자동 상품평 유용성 평가)

  • Kim, Munhyong;Shin, Hyopil
    • Journal of KIISE
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    • v.43 no.9
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    • pp.983-997
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    • 2016
  • Many available online product reviews for any given product makes it difficult for a consumer to locate the helpful reviews. The purpose of this study was to investigate automatic helpfulness evaluation of online product reviews according to review information types based on the target of information. The underlying assumption was that consumers find reviews containing specific information related to the product itself or the reliability of reviewers more helpful than peripheral information, such as shipping or customer service. Therefore, each sentence was categorized by given information types, which reduced the semantic space of review sentences. Subsequently, we extracted specific information from sentences by using a topic-based representation of the sentences and a clustering algorithm. Review ranking experiments indicated more effective results than other comparable approaches.

Could a Product with Diverged Reviews Ratings Be Better?: The Change of Consumer Attitude Depending on the Converged vs. Diverged Review Ratings and Consumer's Regulatory Focus (평점이 수렴되지 않는 리뷰의 제품들이 더 좋을 수도 있을까?: 제품 리뷰평점의 분산과 소비자의 조절초점 성향에 따른 소비자 태도 변화)

  • Yi, Eunju;Park, Do-Hyung
    • Knowledge Management Research
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    • v.22 no.3
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    • pp.273-293
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    • 2021
  • Due to the COVID-19 pandemic, the size of the e-commerce has been increased rapidly. This pandemic, which made contact-less communication culture in everyday life made the e-commerce market to be opened even to the consumers who would hesitate to purchase and pay by electronic device without any personal contacts and seeing or touching the real products. Consumers who have experienced the easy access and convenience of the online purchase would continue to take those advantages even after the pandemic. During this time of transformation, however, the size of information source for the consumers has become even shrunk into a flat screen and limited to visual only. To provide differentiated and competitive information on products, companies are adopting AR/VR and steaming technologies but the reviews from the honest users need to be recognized as important in that it is regarded as strong as the well refined product information provided by marketing professionals of the company and companies may obtain useful insight for product development, marketing and sales strategies. Then from the consumer's point of view, if the ratings of reviews are widely diverged how consumers would process the review information before purchase? Are non-converged ratings always unreliable and worthless? In this study, we analyzed how consumer's regulatory focus moderate the attitude to process the diverged information. This experiment was designed as a 2x2 factorial study to see how the variance of product review ratings (high vs. low) for cosmetics affects product attitudes by the consumers' regulatory focus (prevention focus vs. improvement focus). As a result of the study, it was found that prevention-focused consumers showed high product attitude when the review variance was low, whereas promotion-focused consumers showed high product attitude when the review variance was high. With such a study, this thesis can explain that even if a product with exactly the same average rating, the converged or diverged review can be interpreted differently by customer's regulatory focus. This paper has a theoretical contribution to elucidate the mechanism of consumer's information process when the information is not converged. In practice, as reviews and sales records of each product are accumulated, as an one of applied knowledge management types with big data, companies may develop and provide even reinforced customer experience by providing personalized and optimized products and review information.

A Study on the Effect of Trust on Customer Participation in Digital Environment : Focused on the Online Travel Market (디지털 환경에서 신뢰가 고객참여에 미치는 영향 연구 : 온라인 여행시장을 중심으로)

  • Son, Won-Mog;Hong, Seong-Tae;Kim, Moon-Joo;Yoon, Moon-Gil
    • Korean Management Science Review
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    • v.26 no.2
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    • pp.1-18
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    • 2009
  • Recent market environment shows a new relationship between customer and company. You can easily observe customers take initiatives to get involved in the marketing activities such as product development, pricing and distribution etc. Despite the fact there are a lot of marketing activities initiated by customers in the online travel market, customer participation has been given little attention in the academic literature. Our research is grounded in the well-known commitment-trust theory of relationship marketing, originally proposed by Morgan and Hunt(1994). According to the theory, trust is central to successful relationship marketing. This study explores the effect of trust on customer participation in the online travel market. Consequently, this study suggests some managerial implications for marketing strategies in response to customer initiative In the marketing activities on the online travel market.

Effects of Cognitive level of HACCP on Customer Satisfaction factor for Bakeries (HACCP 인식수준이 베이커리의 고객만족 요인에 미치는 영향)

  • Eom, Gi-Su;Im, Chung-Muk
    • Proceedings of the Safety Management and Science Conference
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    • 2012.04a
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    • pp.23-35
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    • 2012
  • The purpose of this study is to present HACCP management method for improving customer satisfaction in bakery industry. As a study method, literature review on HACCP and customer satisfaction and developing questionnaires through model design were done. Then, a survey was done to 209 customers who had experiences of visiting small size bakeries in Seoul or the national capital region. It was then statistically analyzed and examined. In conclusion, even though the respondents showed positive expectation that the certification of HACCP will have an effect on the factors of customer satisfaction like brand image, quality of product and service, facility and physical environment and so on, but as we proved in the course of study model's hypothesis confirmation, actually, current promoting efforts and strategies of the government or related institutions to spread recognition of HACCP don't have an meaningful effect on the factors of customer satisfaction.

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Versioning Digital Products (디지털상품의 품질 차별화)

  • Yoo Keuk Ryoul
    • Korean Management Science Review
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    • v.21 no.3
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    • pp.1-12
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    • 2004
  • The paper demonstrates that versioning of digital products occurs more frequently than that of physical products because of low marginal cost. The versioning occurs no matter what a customer knows his/her reservation price. Low-quality version will not be produced when the difference between reservation prices is very large. The paper also shows that a firm tries to lower the quality of low-quality product to prevent customers with high reservation prices from purchasing low-quality product.

A Methodology for Predicting Changes in Product Evaluation Based on Customer Experience Using Deep Learning (딥러닝을 활용한 고객 경험 기반 상품 평가 변화 예측 방법론)

  • An, Jiyea;Kim, Namgyu
    • Journal of Information Technology Services
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    • v.21 no.4
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    • pp.75-90
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    • 2022
  • From the past to the present, reviews have had much influence on consumers' purchasing decisions. Companies are making various efforts, such as introducing a review incentive system to increase the number of reviews. Recently, as various types of reviews can be left, reviews have begun to be recognized as interesting new content. This way, reviews have become essential in creating loyal customers. Therefore, research and utilization of reviews are being actively conducted. Some studies analyze reviews to discover customers' needs, studies that upgrade recommendation systems using reviews, and studies that analyze consumers' emotions and attitudes through reviews. However, research that predicts the future using reviews is insufficient. This study used a dataset consisting of two reviews written in pairs with differences in usage periods. In this study, the direction of consumer product evaluation is predicted using KoBERT, which shows excellent performance in Text Deep Learning. We used 7,233 reviews collected to demonstrate the excellence of the proposed model. As a result, the proposed model using the review text and the star rating showed excellent performance compared to the baseline that follows the majority voting.

Comparative Analysis of Consumer Needs for Products, Service, and Integrated Product Service : Focusing on Amazon Online Reviews (제품, 서비스, 융합제품서비스의 소비자 니즈 비교 분석 :아마존 온라인 리뷰를 중심으로)

  • Kim, Sungbum
    • The Journal of the Korea Contents Association
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    • v.20 no.7
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    • pp.316-330
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    • 2020
  • The study analyzes reviews of hardware products, customer service products, and products that take the form of a convergence of hardware and cloud services in ICT using text mining. We derive keywords of each review and find the differentiation of words that are used to derive topics. A cluster analysis is performed to categorize reviews into their respective clusters. Through this study, we observed which keywords are most often used for each product type and found topics that express the characteristics of products and services using topic modeling. We derived keywords such as "professional" and "technician" which are topics that suggest the excellence of the service provider in the review of service products. Further, we identified adjectives with positive connotations such as "favorite", "fine", "fun", "nice", "smart", "unlimited", and "useful" from Amazon Eco review, an integrated product and service. Using the cluster analysis, the entire review was clustered into three groups, and three product type reviews exclusively resulted in belonging to each different cluster. The study analyzed the differences whereby consumer needs are expressed differently in reviews depending on the type of product and suggested that it is necessary to differentiate product planning and marketing promotion according to the product type in practice.

Mass customization model and design strategy for consumer electronic industry (가전사업을 위한 매스커스터마이제이션 모델과 디자인 전략)

  • 변재형
    • Archives of design research
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    • v.15 no.2
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    • pp.233-242
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    • 2002
  • Mass customization is a paradoxical word which has some difficulties in introducing to consumer electronic industry due to its mass production system for economy of scale. On the basis of literature review and case studies, this study suggests the mass customization model and design strategy suitable for consumer electronic industry in the aspect of product design. Mass customization models are divided into manufacturer side customization, deliverer side customization, and customer side customization. And the fast is considered as appropriative to consumer electronic industry. Collecting customer 's needs, modular product design, and adopting basic product platform for derivation by 3rd party manufacturer can be used as design strategy for this model. For realization of the mass customization, further research in the area of the participative design for collecting practical design needs of customer wh o are inexpert to product design is needed.

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A Ghost in the Shell? Influences of AI Features on Product Evaluations of Smart Speakers with Customer Reviews (A Ghost in the Shell? 고객 리뷰를 통한 스마트 스피커의 인공지능 속성이 평가에 미치는 영향 연구)

  • Lee, Hong Joo
    • Journal of Information Technology Services
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    • v.17 no.2
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    • pp.191-205
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    • 2018
  • With the advancement of artificial intelligence (AI) techniques, many consumer products have adopted AI features for providing proactive and personalized services to customers. One of the most prominent products featuring AI techniques is a smart speaker. The fundamental of smart speaker is a portable wireless Internet connecting speaker which already have existed in a consumer market. By applying AI techniques, smart speakers can recognize human voices and communicate with them. In addition, they can control other connecting devices and provide offline services. The goal of this study is to identify the impact of AI techniques for customer rating to the products. We compared customer reviews of other portable speakers without AI features and those of a smart speaker. Amazon echo is used for a smart speaker and JBL Flip 4 Bluetooth Speaker and Ultimate Ears BOOM 2 Panther Limited Edition are used for the comparison. These products are in the same price range ($50~100) and selected as featured products in Amazon.com. All reviews for the products were collected and common words for all products and unique words of the smart speaker were identified. Information gain values were calculated to identify the influences of words to be rated as positive or negative. Positive and negative words in all the products or in Amazon echo were identified, too. Topic modeling was applied to the customer reviews on Amazon echo and the importance of each topic were measured by summating information gain values of each topic. This study provides a way of identifying customer responses on the AI feature and measuring the importance of the feature among diverse features of the products.

A Study on the Customer Relationship Activation based on Service Quality of Internet Shopping Mall (디지털 경영에서 고객관계 활성화를 위한 인터넷 쇼핑몰의 서비스 품질에 관한 연구)

  • Kim, Chang-Su;Kim, Hei-Jeng;Koh, Yong-Ki
    • International Commerce and Information Review
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    • v.6 no.1
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    • pp.25-50
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    • 2004
  • This study attempts to find out what kind of service quality is considered important by customers in using the Internet shopping mall and suggests the way to activate the customer relationship. The findings based on empirical analysis are shown here. First, empirical analysis of the contextual factors such as gender, education, and experience levels, shows that what customers perceive as most important in the product purchase is security in terms of the payment and personal information service. The second important service quality factor perceived by customers is responsiveness, particularly the rapidity and accuracy of response to their needs and wants. The customers also considered price, quality and diversity of the product as being important. Furthermore, there is no big difference among other service quality factors. Second, in the different gender context, there is no significant difference between the genders. However, the male group shows an even distribution of factors valued in the service quality, whereas female respondents placed stronger emphases on particular aspects of service, such as security, response, reliability and product quality. Third, in the context of different education level, the payment method between graduates and non-graduates has a significant difference. That is, the non-graduates prefer the credit card and saving through ATM, while the graduates use dual payment method using credit card and another payment method together. Therefore, the various payment methods should be considered according to the customer type, namely graduates or non-graduates. Fourth, in the context of different experience level, the result of the empirical analysis of the factors of the service quality shows no great difference between experienced and inexperienced customers. Both types of customer perceive security as the most important. To sum up, the service quality perceived by the customers of Internet shopping malls is empirically analyzed in different contexts such as gender, education, and experience. Then, the device for the customer relationship activation is suggested. It can be utilized as a guideline for the continuing diffusion of the Internet shopping mall, giving it a competitive advantage against other companies.

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